Social media pros form a firm

SAN FRANCISCO: A group of social media specialists have formed AdHocnium, an ad-hoc agency that trains PR firms and clients to use new media.

Chris Heuer, cofounder of the Social Media Club, launched the firm as a way for the specialists to collaborate on projects while keeping independence. He enlisted FutureWorks' principal Brian Solis, Silicon Valley Watcher's Tom Foremski, blogger Neville Hobson, and others.

“This is an opportunity for agencies that are faced with a social-media skills gap,” Heuer said. “Often it's only one or two people [that] understand what's going on.”

In some ways, AdHocnium will function as a typical agency, but the firm's advantage will be to cut overhead costs that face traditional agencies, Heuer said. The consultants will determine their involvement with projects. For instance, Solis told PRWeek that he would probably not participate in AdHocnium's work with PR firms, but he would train corporate PR and marketing teams on using social media.

The agency posted its pricing structure on its Web site – an unusual move in PR circles. Costs range from hourly fees to $25,000 for a social advisory circle.

“Sometimes clients can hire... [consultants] directly and no money will flow through the agency,” he says.

The firm will also provide product development and customer service guidance.